Boomtown develops bold logo for Hogan Lovells’ sixth Africa Forum

Governments around the globe are rallying behind the message that the African continent is open for business as an ideal investment opportunity. It is with this message in mind that Boomtown developed the 2019 event concept for the sixth annual Hogan Lovells’ Africa Forum event, themed “Making an Impact”.

Hogan Lovells Africa Forum 2019 will be held in London on July 3 2019 and Johannesburg on October 16 2019. The event aims to engage with thought-leaders and C-Suite executives operating and investing in Africa, within the continent and abroad.

“Making an Impact” supports the principle of how businesses should shape themselves and future growth potential to make long-lasting, positive change within the communities and business environments in which they operate.

“The concept to be communicated is complex,” says Boomtown director Glen Meier. “Many events serve to push the potential of the African continent, so we needed to create a unique stylistic expression for the event and communicate its prestige, as well as that of Hogan Lovells.”

In 2017, Boomtown partnered with the global law firm Hogan Lovells in positioning the company in Africa, with the message “Be a mountain or lean on one”. Considering this message within the theme “Making an Impact”, the creative team crafted a thoughtful, proudly African solution, incorporating Hogan Lovells’ distinctive corporate identity and brand pillars of understanding, respecting, investing and operating in Africa.

The iconography of the logo represents the positive effect Africa has on the global community. Picture: SUPPLIED/BOOMTOWN

Beginning with the event corporate identity, the logo was developed to show the ripple effect Africa has on the world and the potential it holds. The logo illustrates how design can bring the key message of the summit to life.

The bold iconography of the logo represents the positive effect Africa has on the global community. An outward ripple effect symbolises Africa’s positive impact deep within the world, radiating from its shores across the globe.

Abena Poku, Hogan Lovells senior marketing and business development manager for Africa commented on the creative work by Boomtown: “Using an African woman within the visuals places a spotlight on the contribution women make to the economy and business in Africa.

"African women have been called ‘a powerful untapped economic force’ and are integral in addressing the development challenges Africa faces, the visuals address ‘Making an Impact’ perfectly, without saying a word.”